Signs it is time to revisit pricing page design

This is cheap to get right at the start and expensive to retrofit. A few signals that pricing page design is due some attention.

Design decisions are the ones clients feel most confident arguing about, which makes it worth separating taste from evidence early. The version that survives contact with a real deadline is the simple one.

The signals

• Nobody can say when it was last reviewed
• The answer depends on who you ask
• Hiding prices costs you more enquiries than it protects
• Three options is usually the sweet spot

What good looks like

Say what happens after someone picks a plan. Where this goes wrong is almost never a lack of knowledge. It rarely shows up as a line item, which is exactly why it slips.

What this looks like day to day

Consistency is the quiet half of design work: it rarely gets complimented, and its absence is noticed immediately. Three things worth confirming about pricing page design before you move on:

• Someone can say what the current setup is without going to look
• Hiding prices costs you more enquiries than it protects — and you know whether that is true here
• There is a way to tell whether the last change to this helped

If you are not sure where your systems currently stand on this, it takes us about an hour to find out.